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Gucci Customer Journey Map

Presented By Andrea Akunna

HDCS 4330

THANK YOU!

About Gucci

Founded by Guccio Gucci in Florence, Italy in 1921 and now have 550 stores

Is part of the Kering group conglomerate

Creative director is Alessandro Michele

The famous green and red strap was created from a leather shortage during WW2

Their target demographic is upper class men/women 20-50 years old

About The Shopper

ABOUT

Noel is a single 22 year old socialite from New York. She comes from a small family with a surplus of disposable income so she never cares about product costs. She loves to shop in store for furs and expensive clothing. She likes the human interaction of brick and morter stores because they can tell her if the outfit is cute or not.

Research

Research

Noel researched on the internet many luxury brands and saw what they have to offer.

She landed on Gucci's website and searched through their merchandise online and picked a few favourites

She also asked her friends for their opinions and what their favourite luxury brand store were.

The Journey

  • Research and planning
  • Entering the store
  • Shopping
  • Purchasing
  • After Sales
  • Engagement
  • Evaluation

STAGES

Research and Planning

Research and planning

01.

Noel realized that she needed a new outfit for a club opening. She was leaning toward products with fur

02.

She remembered that she enjoyed shopping at Gucci for expensive items that would help here stand out

03.

She picked a day for her driver to pick her up and take her to her nearesy Gucci store

Entering the store

Entering the Store

Noel realises that the store is very clean and is greeted almost immediately.

She was very attacted to the displays because they were well lit and showed off the product well while using gold accents.

Shopping

Shopping

Noel was tended to by a sales associate throughout her whole shopping experience and they showed her around the store. She felt like the store was almost exclusive- which she loved.

She was able to recieve immediate feedback by her friends and the sales associate.

She eventually found a beautiful fur coat, leather pants and fur lined loafers for her outfit.

Purchasing

Purchasing

Noel was very happy with her selections and decided to check out.

The check out process was seamless and there were no complications

After Sale

After Sale

Noel recieved a reciept of her purchase and gathered her items and exited the store.

After her purchase they even offered a free fur cleaning service.

Engagement

Engagement

Noel was so pleased with her purchase that she already made plans to go back and buy a purse that she had seen.

She alerted her friends about her experience and noted that htey should also check out the store.

Evaluation

Evaluation

Noel recalled having such a good experience at the Gucci store that she made a point to only get her furs from them and even posted her experience on Facebook.

Works Cited

Servicedesigntools.org. (2017). Customer Journey Map | Service Design Tools. [online] Available at: http://www.servicedesigntools.org/tools/8 [Accessed 5 Oct. 2017].

Anon, (2017). [online] Available at: https://www.quora.com/What-does-sociodemographic-mean-How-is-it-used-in-social-sciences [Accessed 5 Oct. 2017].

Yelp. (2017). Gucci - The Strip - Las Vegas, NV. [online] Available at: https://www.yelp.com/biz/gucci-las-vegas-2 [Accessed 5 Oct. 2017].

WORKS

CITED

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